In the first episode of And Just Like That, Mr. Big dies from a heart attack after completing his 1000th ride on his Peloton home trainer.
This didn’t sound right to Peloton. Two days after the launch of the series, they launched an advertisement that responded to the unlucky ‘death’ of Mr. Big.
In the ad, we see Mr. Big and Carrie in their living room. Mr. Big asks Carrie to “take another ride. Life’s too short not to.” The camera then zooms out, and we see two Peloton bikes pop up. Mr. Big and Carrie are ready for another Peloton ride.
The narrator tells us that regular cycling stimulates and improves our heart, lungs and circulation, which reduces the risk of cardiovascular diseases. Mr. Big is more than alive!
With this advertisement, Peloton prevented any possible brand damage (Be aware that there are people who find it hard to distinguish fiction from reality) and showed the benefits of biking in a light and humorous way. Peloton even had one of their cardiologists explain why Mr. Big had a heart attack: “It’s because of his extravagant lifestyle”
The ad was received very well, with 16K+ Retweets, over 60K likes, and many positive comments. Great publicity for Peloton, and all that for an advertisement made in less than 48 hours.